Millennials are finding opportunity in economic adversity.
While Millennials around the world feel they’ve been dealt an unfair hand, many are finding opportunity in economic adversity, ushering in an unprecedented entrepreneurial mindset. We’ve termed this trend Generation Go: a new embrace of entrepreneurialism as a means to exert direct control over an uncertain future.
Our recent study on the BRIC Millennials found this mindset in clear evidence across Brazil, Russia, India and China. In our survey of 1,640 Millennials, conducted using SONAR™, JWT’s proprietary online tool, 7 in 10 said they would start their own business if they lost or had trouble finding a job, with Russians least likely to agree. Many also see their peer group doing entrepreneurial things to boost their earnings. Tech tools are a key enabler for Generation Go. Nearly 9 in 10 Millennials believe technology has presented them with multiple professional and entrepreneurial opportunities.
A few examples of young people in these markets who are rewriting the rules of the game: 26-year-old Tallis Gomes, founder of Easy Taxi, a Brazilian mobile app similar to Uber, and Elena Masolova, 29, who launched Darberry, a Russian online coupon company acquired by Groupon.